For customers of the Londis in Littletown, West Yorkshire, it doesn't matter how England does in the World Cup as the shop's plasma screens will be showing the team's greatest ever victories between matches.
Owner Barrie Seymour has secured a licence to screen DVD highlights of past glories as well as the tournament matches themselves.
Barrie is also using the World Cup as an excuse to raise cash for charity. He's holding a tombola with footballs or sets of goalposts up for grabs and is selling tickets for 25p each.
The fun doesn't stop there, either. Barrie is giving away 3,000 car flags on beer deals and selling World Cup products such as hats, banners, inflatable hands and bunting.
Barrie estimates that he's spent about £500 promoting the World Cup. However, he says his turnover is already £4,000 a week up on this time last year, so it looks like it's going to be money well spent.
During the last World Cup he made a full size sofa out of crates of Carlsberg with effigies of Ant and Dec made out of Foster's cans sitting on top. It was a lot of work but worth it: "We sold nine pallets of Carlsberg during four weeks," he says.
This year he's got a 6ft replica of the World Cup made out of Styrofoam in his window, which cost him £186.
As well as getting customers in and making a splash in the local community, Barrie says that making an extra effort keeps staff morale up. And by airing the games in the store, staff know that there is no point in taking time off. "I've already told them that if they take a sickie there will be trouble."
He has, however, promised to close early should England make it to the final.
Jimmy Dhaliwal of B&D Supermarket in Tamworth, Staffordshire, says he began planning for the World Cup six months ago. "It's something I've done for the past four World Cups," he says. This year he's giving away St George's flags, hats and T-shirts with purchases of beer. He has also installed extra chillers in the stockroom to keep as much beer chilled as possible, and is dedicating four metres of chiller space to sparkling and white wines for female fans.
Extra freezer space has also been given over for deals on Häagen-Dazs and Ben & Jerry's ice cream. "You've got to cater for the women as well," he says.
Jimmy has high expectations for the tournament this year, especially with the timing of the games being so good. "It's nice watching games in a pub but you have to queue for drinks. I think there will be a strong home market this time."
If you're doing something special for the World Cup we'd love to hear from you. Send pictures to Kate Miller, C-Store, Broadfield Park, Crawley, West Sussex RH11 9RT or email kate.miller@william-reed.co.uk

Legendary tour


The Today's Group is using star power in its Football Crazy World Cup, FA and Scottish cup finals campaign. Football legends Sir Geoff Hurst, Gordon Banks, Martin Peters and Pat Jennings will be making special appearances in depots. Today's group managing director Rod Hunt says: "Securing world class footballers to make special appearances throughout the campaign is a great way of drawing customers in and driving the Today's Group even further."
Budgens is aiming squarely at footie fans' stomachs with its World Cup promotion. It has launched a special England Newitt's Pie in St George's Cross packaging. It contains steak, ale and a touch of Swede!

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